The Brand: An American skincare and internal supplement company with two product lines: skincare products and nutritional supplements.
The founder has a professional medical and academic background and advocates for the “Three-Layer Skin Philosophy,” which aims to suppress inflammation and combat aging through internal supplements, external skincare, and diet.
The product structure is unbalanced, with an over-reliance on dietary supplements; in 2023, skincare products accounted for 15% of the total.
What We Did
Adjusted hero product selection and reworked the store’s visual identity and all products’ selling points.
The membership system will be maintained, and comprehensive strategies will be developed to acquire new members, stimulate activity, and re-engage members.
The brand has determined that the main skincare focus will be the “Morning Vitamin C, Evening Vitamin A” combination. This will be promoted through external grassroots marketing and in-platform promotion to increase sales of the Morning Vitamin C and Evening Vitamin A series.
Through influencer collaborations and CPC ads, the brand aims to increase external traffic for targeted keywords. This resulted in a 156% increase in search volume for brand keywords on Taobao in January 2024, with 7,632 searches.
After One Year
Sales Growth
The sales share of skincare products has increased by 22%.
Core Product
Sales of the Esterified Vitamin C cream increased by 300,000 yuan compared to last year, with a 200% increase in sales for this single product.
Member Loyalty
In 2024, member sales account for 57.2% of total sales.
